01 Jul 5 Tips to Get Your Podcast Heard
2021 could really be considered the year of the podcast with easily digestible content that is designed to fit into a busy lifestyle. The daily commute to and from work, to have on during study or even used as conversation starters, podcasts are versatile and have emerged to establish themselves as a popular genre of consumable content.
There is an abundance of podcasts fit for anyone which means success can be attainable within any niche, assuming you understand your target audience and your niche best. Although almost anyone with a decent microphone and an audio editing program can start their own podcast these days, getting yours to stand out from the crowd can be challenging, which is exactly why we’ve compiled a list of the five most effective strategies to get your podcast heard.
Push for Publishing
In order to be a contender in the podcast game, you need to actually be in it. A strong start isn’t easy but there are ways to ensure your first few steps will eventually pay off. The best strategy for a new podcast is to aim to be featured on iTunes’ New & Noteworthy category, this featured section showcases podcasts that are less than 8 weeks old to quite literally millions of users. Although it isn’t guaranteed to feature, iTunes aims to help new podcasts succeed so plan your podcast content in advance so that you can publish as much as possible to increase the likelihood of being featured. We recommend posting a minimum of three times a week when first starting as this gives you good odds of making it to the featured page but also adds the benefit of having continuous content that your newfound listeners can consume in one big hit. This gives you the advantage of listeners actually remembering you and building a strong relationship from the start, instead of becoming “Some podcast I listened to once” as well as becoming familiar with which publishing days you get the most listens.
The difference between someone choosing your podcast over a competitors could quite literally be the name of the episode. This strategy can be tricky depending on the niche of your podcast, but worth the extra few minutes of thought. The title really is what sells it to a hesitant listener who’s ready to invest their time is something new and unfamiliar to them. There’s a connection that’s made from the right impression your episode titles give as it allows the listener to get a sense of the vibe and tone of what they’re about to spend the next thirty to sixty minutes listening to, because it really is an investment of their time and you want to ensure they go in with a positive mindset to increase the chances of them enjoying your content and continue listening.
Not only do episode titles entice the listener, but they are also proven to be significantly more memorable which is exactly what you want, returning and loyal listeners that keep coming back. Considering the most powerful tool for a podcast is word of mouth and recommendations, capitalising on this strategy is essential for each and every episode.
Guests are Best
Guests can be a sure-fire way to profit off their fanbase and audience, welcoming new listeners who came along especially for this person. It’s an excellent strategy, hence why you see it happen so often, but getting it right is a tactic in itself. First of all, make sure your guest is relevant to your podcast theme, its all good and well to get someone with a following but if they can’t contribute to your content without completely derailing it then you may be doing more harm than good. The next thing you need to consider is what their following wants to hear, if the guest has a following for being known as a beauty guru, you probably shouldn’t invite them on your politics podcast.
Once that’s sorted, find a unique balance between addressing their audience who are listening for the first time to encourage them to check out other episodes as well as warming your audience up to the guest, after all they’re looking for benefits out of this collaboration too.
Expand your Platforms
Promoting your podcast on social media is a must, the common ones being Instagram and TikTok. Podcast promotion essentially involves a lot of throwing your name out there in the hopes that listeners pick it up. Instead, listeners could be wanting to find a new podcast with a fresh perspective, which means they’re actively looking and all you need to do is be in the right place for them to see it. Directory websites are great for this, especially PodcastLand, this site specifically has voters choose the featured podcasts and can be great for further promotion on your behalf. Another unique platform that isn’t as obvious is Reddit, you can guarantee there’s a subreddit for almost anything, and a great way for you to plug your podcast to those who didn’t know it’s what they were looking for. It’s a matter of putting your podcast in the right places, so invest time in a little research to see where new listeners for your genre might be hiding.
Engagement is Everything
Sitting down and listening to strangers talk for an hour is an investment, but consumers also want to feel like they have a relationship with who they’re listening to. Promote your social media at the end of the episode, and actually commit to engaging with your audience, after all you are creating a community. Aside from your audience feeling rewarded for listening to your episodes as well as though they’re being heard, it also gives you further content ideas for future episodes, and giving credit to a particular listener can be extra rewarding for that audience member which reinforces the established connection.
Feeling like there is a relationship with real people helps differentiate podcasts for drives to work over just listening to music so make sure it counts for something.
Essentially, as long as you’re paying attention to your niche and audience feedback, you can’t really go wrong. Marketing your podcast is all about learning what works for you. Between your set goals, research and these 5 quick tricks, your podcast should see steady success.
Matt Williamson is the Founder & Company Director of Digital Marketing Adelaide. He keeps busy doing what he enjoys most – talking. He has a passion for social media and all things digital marketing.
Matt is an internet entrepreneur, social media expert, multiple business owner and digital marketer who specialises in assisting businesses to generate more revenue via the power of online advertising and digital marketing. Matt regularly speaks at events as a keynote speaker focusing on digital marketing & social media.